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Google Analytics 2026: Unlocking New Features, Analysis.

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Over the last year, the team at Google Analytics (GA) has released a cluster of features which extend GA’s ability to power higher altitude, ...

Google’s Statistics: Heads They Win, Tails You Lose.

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Google Brand Lift & Conversion Lift studies use the same underlying idea of statistical certainty. But certainty is not the same thing as answering ...

Pay Less, Grow More: Agencies in an Agentic AI Era.

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Marketing agency fees in the AI era should change dramatically. AI and automation are eliminating large amounts of execution work while increasing the value ...

AI Ready? Google Ads Maturity Model.

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In a world with fuel-efficient long-range motorcycles, do you insist on using horses for transportation? I’m of course talking about the Google Ads platform. ...

Smart KPIs: Accountability Over Outcomes Over Activity.

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A couple of years ago, I was doing a Strategic Consulting engagement for a global company that operates in 75 countries. The scope was ...

Sports Marketing Measurement Playbook.

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Last year, nearly all of the top 50 telecasts in the US were connected to sports. The 97th Oscars, SNL 50th, a 60 mins ...

Bye, Bye Human-Powered Marketing Analytics.

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HiPPOs still hand down most decisions in a company – even when surrounded by piles and piles of reports with metrics galore. Marketers still ...

The Best Marketing ROI Formula: Incremental Net Profit ROI!

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There’s a scary Giant hiding in your closet. It imposes hidden costs that, when accounted for, transform your claim that advertising is adding business ...

2 Seconds to Brand Impact: A Modern Video Ads Playbook

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Would you believe it: Almost no one watches your video ads! Take your company employee hat off: Do you watch any other company’s video ...

Loss Recovery Growth Model: Answer Engine Optimization (AEO)

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With the slow and steady evolution from keyword searching to resolution questions typed into Answer Engines, you are going to lose traffic (and revenue) ...